Análisis de campañas informativas/publicitarias transmedia dirigidas a la difusión sobre el cuidado infantil temprano y padres primerizos.

Abstract

The convergence of media has meant a change in the strategy of communications, both in the mode of production and consumption. The use of digital and / or traditional media in the creation of stories that turn into experiences has brought about a new vision in the world. The transmedia narrative uses all the available channels to reach the consumer differentiated parts of its history so that it interrelates them. This process poses new demands to consumers and depends on the active participation of communities to ensure that a story has no end. This thesis addresses concepts, perspectives and implicit examples within the reading of successful cases from the transmedia narrative, and how could its implementation in a brand campaign related to childcare, disseminate propitious information that causes a change in the forms of care that new parents have towards an infant.